]]>Do you feel proud of what you’re doing in online business? How you’re showing up in the world? Feel like you’re showcasing your Badass within? If not, chances are you’re suffering from website shame.

There’s no shame in that–we all want to express ourselves honestly, openly, and truthfully.

OR you can be patient and put more work into establishing an In-House Creative Language.

Part of the problem when you’re an Entrepreneur (especially a young’un)–is you don’t quite know what to say. And you don’t quite have a high-level branding expert to help you get the idea moving across the team, the factory line, the whateva.

How do you explain what a Design should express...to a team of Artists & Designers?

How do you tell a Writer how you want the words…to feel?

What do you even say to a Coder? Numbers? Binary?

It’s damn near impossible to direct your Creative without a Universal Language.

The modern tech world brings together a BUNCH of different specialists–designers, writers, coders, videographers, photographers, & a million other devotedly, niche artists…

There’s WAY too much terminology from each field to learn (let alone teach to everyone on your team). Creative People & Designers…most are, in fact, seriously talented, but they need a lot of clarity to produce the result that you envision.

If you don’t speak their language…how do you interact? Well, Sometimes we have to accept that THEY know better. And that’s really hard to admit…but it’s true, the 18-year-old living in The Matrix just might know better than you.

OR we can use a Universal Language…

Honest, simple, everyday words.

You know, stuff like Similes. Metaphors. Anti-examples. Super-odd (but visceral) details. Comparing something to old content your OWN TEAM produced….

I want the site to look old school, but not super cheesy.

Make this Graphic of a Dog look energizing…like lightning bolt, but without all the gloom and doom. So bring some flash and color to the mix. Sparky’s name should make sense, you know?

Write this from the same voice as that Patriotic Mailer we sent out last month.

I want this Design to look like something my mother would appreciate getting in the mail–classy, sophisticated, un-offensive, grammatically correct, and with a sunflower on it somewhere.

I know a lot of Creatives that hate generic, textbook terminology. It is helpful to some, but you can get your point across without being a master of every field. If you use clear, direct, and consistent words–they’ll figure out what you’re trying to say.

If you speak YOUR LANGUAGE enough, it will become universal to your team (especially if it sounds kind of crazy). Moreover, you need to issue productive and encouraging FEEDBACK to Creatives–on everything.

You realize they’re a bunch of romantics, right? Don’t break their heart–give them feedback and they will adapt to please your taste. Establishing a close-knit, intimate creative-relationship is key to getting the kind of designs you really want.

The Danger of NOT Using Your Own Words?

When clients start to look at what other people in their field are doing…this can so easily turn into a game of Copy & Cat. They see a site, an image, a wording that catches their eye…and BOOM.

“Make it look / sound / act / load like this,” The Entrepreneur said, zipping around the office making weird hand-gestures and redirectly like they really-really needed to pee.

“Uhhhhhh-okay…?” The Creatives replied while grumbling back to their rickety office chairs.

I often see clients [inadvertently] CopyCatting sites they enjoy–and, unfortunately, they use these sites as examples to direct their creative…and that kills A LOT of individualism–for The Entrepreneur & The Creatives!

Creatives are so much better at CREATING than CopyCatting.

Remember–there’s a fine line between being strategic and being disruptive. We can’t all be game-changers ALL OF THE TIME. So when someone does change the pace or game or whateva, then yes, you should quicken your step and adapt.

But you shouldn’t do that just because something caught your eye on a day your creatives didn’t have a full workload…

Look, it’s not your fault. You might not be gifted in this area like brand experts are…at least not yet. You may never be–and that’s okay, it’s not in every company’s destiny. But you are still required to produce original, true-to-you content!

If you’re running into serious creative roadblocks that are hurting your team and sales…then yes, it’s time to bring in a heavy-hitter…

I know one that I’ve trusted my entire life. And that went from not knowing how to take orders from creative directors to being the one that leads and entire division of creatives…it’s myself.

If you want 5-minutes of free advice on how to ditch your Website Shame once and for all–I can help you get rid of it TODAY.

]]>7 Storybook Steps to YOUR Brand Name (+4 Super-Solid Examples) How to Turn Goosebumps into Brand Nameshttps://truthhacking.com/blogs/choosing-a-brand-name/
Tue, 25 Oct 2016 16:36:15 +0000http://truthhacking.com/?p=1317When you choose brand name, it can feel like the beginning of a tell-tale storybook…or a total horror. Choose wisely with this free advice from Truth Hacking. Relax. The name is NOT the brand, but when it comes to… Name Tags: it matters what you write down! Instead of picking a name that you want (& hope) […]

Brand Name 1: APPLE

What does it make you think of? Monumental ideas, memories, other things you respect?

The Big Apple…

Adam & Eve…

Your favorite School Teacher’s Desk…

An apple a day…

Johnny Appleseed…

Snow White…

The Name Tag:Think Different.

Steve Jobs once said he chose this name while on a“fruitarian diet”.He thought the name was “fun, spirited, and not intimidating.”

It’s definitely laid back, and it really makes sense when we see it nowadays…anything with an Apple logo is simple to use, beautiful, and invitingly awesome.

Fruitarian diets probably make more sense today than back in 1976 (the year Apple was founded). But it helped framed something amazing that was happening in Steve’s mind–some excitingly DIFFERENT way of doing things…

This brand name is SO on point–and the Name Tag…it’s what we call a #Given.

It says we all have the ability to make a milli, and if you’re an entrepreneur, it is EVENTUAL, it is inevitable, it is tangible.

Her site explains:

An Eventual Millionaire is a person who knows they will be a millionaire, eventually. But they are dedicated to becoming a millionaire on their own terms. They want an enjoyable business and an enjoyable life.

BRAND NAME 3: TESLA MOTORS

In the world of BIG, BIG OIL, carbon emissions, and a ridiculous amount of personal vehicles…only one brand really stands out from the pack.

Tesla.

What does it make you think of?

Nikola Tesla (famed for Supercharging the dawn of electricity)…

Lightning bolts (and other shocking currents)…

Guitars…

Frankenstein…

Transformers…

Not only are most of those thoughts (also) awesome words…they’re also poetically tragic.

Nikola Tesla was never as widely respected, accepted, or supported as he should have been.

Lightning bolts freak people out.

We’ll miss you, Prince. Thanks for the tunes.

Doc Frankenstein created a brilliant and immortal monster.

Transformers–we wouldn’t want to live next to one (in CGI or real life).

Elon Musk didn’t even choose the name…but it fits HIM so well–continuously flipping the script on mainstream energy. He’s a physicist, engineer, insanely daring entrepreneur, and truly a class-act of a world leader.

As we (too slowly) embrace the anti-oil movement, Tesla has some serious space to fill and cars to sell. What better symmetry than to fill the Dirty Oil Void…with Clean, Green Electricity?

BRAND NAME 4: TRUTH HACKING(…come on, how could I leave us out?

But wayyy more clients than experts have told us they love it (without us ever prompting them)…

It’s not a humblebrag, I’m just sayin’. We chose it for other reasons that just what the “experts” were trying to sell us…

It tells people exactly what we do.

WE TRULY BELIEVE IN IT.

We felt a genuine connection to it when the idea came about.

We were already hacking truths…before we even had the name.

It’s how we were raised to be.

What does it mean? Truth Hacking: getting down to the essence of a brand, an idea, a person or pitch. Doing transparent business, hacking into the extraordinary things driving our gifted clients toward success. Giving the world, its markets, and this industry More True Stories, and making the market a TRUER place to sell.

Our Story? We grew so sick of BS marketing, complete media insanity, and generally just dealing with some very blatant LIARS in the industry–that we eventually came to a decision…

Do we take our entrepreneurship elsewhere, or do we try to fix the problems we’re so upset with? Well, you know how this one ended up. Here we are!

We are profit-based, and we believe Truth is the only thing that can sell. It’s our philosophy that entrepreneurs shouldn’t have to make up something (with all those little white lies) in order to sell, create, and accomplish what they want.

Truth Hacking made sense the second it was said aloud. If you’re a gut-reaction person, you know there’s no denying The Goosebumped Moments of life. This was one of ours, and we’re very grateful for it.

Forget [for a moment] what you’re offering people, this step focuses on what you’re GIVING. In our case, we give truth [and sell brands that make bank]. Truth is free. It’s our most core value–and the most prominent attribute of our brand, business, and team.

We also take a stand when it comes to charity, bees, pandas, elephants, trees, Kansas, and (of course) Lie-Based Marketing and Branding Efforts. There are a lot of lies out there in the world–and we will not support them.

What do you stand for? What will you NOT support? How do you do this?

Make a list of the problems the company solves.

This is where you can list out what you’re actually selling people. Service-based? Physical product? Personal brand? Coach?

Write down EVERYTHING you do to solve people’s / the world’s / the industry’s problems. We sell branding, copywriting, profit-focused edits and revisions, and a bunch of other Truth-based services.

Now try to come up with a few Name Ideas…who knows, it may have already hit you!

…but if it doesn’t, THAT’S OKAY. Not everyone was meant to create brand names–and perhaps some people should not. You have other options…

A) Allow this information to marinate until it TRULY HITS YOU.

B) Hire a brander and show them the precise direction you want to go in for a brand name using this info. It makes their job easier–and ensures they’re on the same page as you.

C) Just keep working. Maybe you aren’t ready to unveil a new or fresh brand name–that’s cool! It’s a massively huge decision and you SHOULD take your time figuring it out.

Test your options with as many people you know (who will listen).

Then take however many people you just asked…and ask the same amount of strangers.

Strangers probably don’t care about you (or your brand either), so you know you’re going to get some very unfiltered feedback. Here in Kansas, we usually give-and-get polite feedback, but it’s always honest as all get out.

You can take this a step further (and we all should), by testing in broad locations. If you’re a global brand, you gotta ask the world. If you’re local, you better ask The City People AND The Country Folks.

And after all that if you’re still not sure…

Ask some experts. Heck, I’ll give you my unfiltered, first-impression thoughts if you just shoot me an email or give me a call–it’s what I do, Tell Truths.

*If all else fails… You can always stick with your last name. I always respect a family business–and it’ll automatically Hit Home on the Local front. It’s a vulnerable and nothing-held-back expression of you as a person + how you were raised…not a bad place to start!

]]>How-To Integrate the 5 Love Languages Into Your Biz for an Exceptional Customer Experiencehttps://truthhacking.com/blogs/5-love-languages-for-business/
Wed, 19 Oct 2016 04:06:53 +0000http://truthhacking.com/?p=1187Have you heard of the 5 Love Languages? Have you ever used the 5 love languages for business? Words of Affirmation Acts of Service Receiving Gifts Quality Time Physical Touch Did you know instilling these love languages into your business can dramatically boost your client-interactions, sales, and profits? They can help you get more visits, more […]

]]>Have you heard of the 5 Love Languages? Have you ever used the 5 love languages for business?

Words of Affirmation

Acts of Service

Receiving Gifts

Quality Time

Physical Touch

Did you know instilling these love languages into your business can dramatically boost your client-interactions, sales, and profits? They can help you get more visits, more emails opened, and more sign-ups confirmed? And they can help you become a less invasive and more rewarding entrepreneur?

Now, I read the book, then broke down how to incorporate each one of these 5 Love Languages into our biz for exceptional business performance. You don’t necessarily have to do that, but it’s absolutely worth the read (for your biz and your life).

Once you know how your clients receive love–and which way you’re best at showing them love, you can take your client-courtship to a MUCH more personal level…

A lot of times we allow our marketing practices to get confused (#anxiety) with SEO best-practices and raw data trends–but when it comes to selling through person-to-person interaction…you should ABSOLUTELY know your client’s love language!

Below, I’ve posted the 5 Love Language official descriptions, then showed you how they’ve been translated into our business. Again, (seriously–I’m not even an affiliate for this book…),you should absolutely give it a read!

QUALITY TIME: In the vernacular of Quality Time, nothing says, “I love you,” like full, undivided attention. Being there for this type of person is critical, but really being there – with the TV off, fork and knife down, and all chores and tasks on standby – makes your significant other feel truly special and loved. Distractions, postponed dates, or the failure to listen can be especially hurtful. Quality Time also means sharing quality conversation and quality activities.

Translated: For us, this means spending a lot of time with my clients, giving them sincere and devoted attention, spending quality time on the phone, Skype, or in-person with them AND their loved ones, peers, parents, teachers, clients, mentors, and influencers. We go after their WHOLE story…and before we start giving away the ingredients to our potent Truth Hacking Process, let’s just say this is a pretty important aspect of what we do!

ACTS OF SERVICE: Can vacuuming the floors really be an expression of love? Absolutely! Anything you do to ease the burden of responsibilities weighing on an “Acts of Service” person will speak volumes. The words he or she most want to hear: “Let me do that for you.” Laziness, broken commitments, and making more work for them tell speakers of this language their feelings don’t matter. Finding ways to serve speaks volumes to the recipient of these acts.

Translated: For us, this means always going above and beyond for my client, over-delivering, and sometimes dropping some 100% complete & free work in their lap just to say–Hey, I appreciate you and the business you give me. I did this work for you because I know you needed it done, and it’s my way of saying THANK YOU & let’s take care of this relationship we have together…it’s pretty swell.

PHYSICAL TOUCH: This language isn’t all about the bedroom. A person whose primary language is Physical Touch is, not surprisingly, very touchy. Hugs, pats on the back, holding hands, and thoughtful touches on the arm, shoulder, or face – they can all be ways to show excitement, concern, care, and love. Physical presence and accessibility are crucial, while neglect or abuse can be unforgivable and destructive. Physical touch fosters a sense of security and belonging in any relationship.

Translated: Okay, this one’s a little out-there for online business mavens, but for us, this usually means physically going to visit the client. Pretty early on in our entrepreneurship, we realized how much it matters to our clients–and it’s become a pretty big aspect of our sales process. If the client responds to this love language the best, we will join them at an event, for yoga, for meditation, for ice cream–whatever–and we will be there, physically, to share a moment with them…and show that we are much more than a website &, most importantly, that they are much more than just another client.

…and if you can’t travel to see clients that speak this love language best–think about Skype, Facetime, Snapchat, Instagram, Periscope–think about your social media presence, think about the way you let your client’s into your life, voice memos, short videos, Google Hangouts with your team–and use these tools to your advantage when courting them!

RECEIVING GIFTS: Don’t mistake this love language for materialism; the receiver of gifts thrives on the love, thoughtfulness, and effort behind the gift. If you speak this language, the perfect gift or gesture shows that you are known, you are cared for, and you are prized above whatever was sacrificed to bring the gift to you. A missed birthday, anniversary, or a hasty, thoughtless gift would be disastrous – so would the absence of everyday gestures. Gifts are visual representations of love and are treasured greatly.

Translated: For us, this means sweet-ass gifts. Who the heck doesn’t love to receive gifts? Well, actually, some of our clients hate getting stuff in the mail…they don’t know what to do with all the cool knick-knacks and what-nots. BUT, other clients really enjoy the sunflowers we send, the weird things we find at Antique Stores that remind us of them, or the little things we jot down that WE KNOW they want (& mention while on the phone with us). Even if they don’t speak this language, it makes an impact and it reminds them how seriously you take them, their wants, and their business.

WORDS OF AFFIRMATION: Actions don’t always speak louder than words. If this is your love language, unsolicited compliments mean the world to you. Hearing the words, “I love you,” are important – hearing the reasons behind that love sends your spirits skyward. Insults can leave you shattered and are not easily forgotten. Kind, encouraging, and positive words are truly life-giving.

Translated: For us, this takes MANY shapes and forms–poems, customized graphics, love letters, postcards, texts, emails. We’ve recently commissioned Fortune Cookies with custom fortunes written for our clients. It’s a pretty specific approach to courtship, but it’s one we love to do. I mean, it helps that we’re a buncha copywriters and creatives who are obsessed with romance and storytelling…but even if you aren’t all lovey-dovey (or hunky-dorey) you can still offer sincere and genuine compliments to your clients. Tell them you respect them. Tell them you look up to them. Tell them what they mean to you…just tell em’ the truth!

What do your clients get out of it? Yourpeople will feel really well taken care of, they will feel heard, they will feel like they have some control over the work you’re doing for them–that it’s not one sided, that you’re truly in this thing together…and they’ll appreciate that.

What do YOU get out of it? A constant feed of referrals + ecstatic clients. When people love you–and the work you do–they will begin to brag. And you will be close enough with these clients to simply ask for referrals when you want, need, or are hustling for extra work.

]]>9 Signs That Tell You It’s Time To Hire A Sales Copywriterhttps://truthhacking.com/blogs/sales-copywriter/
Tue, 11 Oct 2016 08:52:09 +0000http://truthhacking.com/?p=1194We’ve all stared into the blank page and felt it… The terror! The dread! The confusion! The helplessness! If you’re not already a copywriter…and don’t plan on becoming one in the near future, you should consider hiring a sales copywriter for your sales content & campaigns. Not only are they trained in the Art of […]

Take Headline and Subject Line writing, for instance. If you aren’t ON-POINT with these two items of your post, your email, your whatever–you could lose your readers (for good) within the first 15 words.

The same goes for all kinds of sales-copy projects…Sales Emails, Calls to Action, full-blown Sales & Funnel campaigns–anything that uses words to sell!

This is, perhaps, the most crucial element of your business that you SHOULD outsource.

You know you need a sales copywriter if…

Your content is not producing DIRECT results (like boosts to traffic & sales). One bad typo, one accidental sexual innuendo, one poorly worded metaphor can be the difference in someone following up on your pitch…and ditching it (AND YOUR BRAND) right off the bat.

Your social media is…flat. Social media might not drive direct sales, but it can certainly help you get people to lead-in pages, opt-in forms, and onto other avenues that lead to sales. Boring social media isn’t media at all, it’s just…meh.

Your writing isn’t getting shared. When you invest a lot of time writing something, and it doesn’t get shared, liked, or pass around in the back of class…it’s kind of depressing. From a copywriter’s standpoint, it’s even more depressing to know that THAT copy only needs to minor rewrite to catch on fire amongst your tribe. If your writing is dear to you, but it isn’t getting shared…it’s time to call in a pro.

You sit down to write…and you’re…like, uhh…completely blank. “Liajhdsflkjashdf”–we’ve all been there. Sometime we can rearrange those letter to make a pitch or somewhat solid point, but if you don’t have time to spare and the knowledge to turn your copy into something that sells…you’re taking time, attention, and drive out of your entrepreneurship. And that ain’t a very efficient way to make more moolah.

You’re pretty good at sales copy, but it takes you FOREVER. If you’re this kind of person, then you’re a sale copywriter’s ideal client. No doubt about it. You know exactly what you want, you have a direction–and keywords to prove it–but you just don’t have the time to make it excellent. My advice? Make a draft or heavy outline of your vision–and hire a sales copywriter to make your dream come true. It’ll be a quick and cheap job for the copywriter, and you’ll get back awesome content that didn’t take 40 Days and 40 Nights to finish.

You’re not confident about your writing. If you don’t feel very confident about your writing skills, then I’m glad to be the first to let you in on this secret: few people are. Sales Copywriters aren’t out there touting how INCREDIBLY AMAZING they are…they’re behind the scenes, producing exemplary content (that sells) for people like you. Trade in the anxiety and stress for a freelance relationship you can depend on…or just hire someone like Copy Hustlers.

You think your sales writing is good, but people don’t really understand what you’re selling. This is a problem I hear clients talk about often. They really believe their writing is kick-ass, and it usually is pretty good, but it’s missing that one, little thing we all need–critiques. When you can turn your copy over to someone who does sales writing for a living, you’re going to not only get great copy in return, but you’ll get to see what, why, and how they up-leveled the copy and sales themes. It’s like going to copywriting college but WAYY cheaper and WAYYY more focused on YOU.

You don’t know the difference between sales writing and blogging. If you think blogging is similar to sales writing–it isn’t. Now, there are hybrid forms of sales-blogging, but that’s kind of advanced. Blogging is more along the lines of heartfelt explanations, stories, how-to guides, and other rich content. Sales Writing is DIRECT. It’s focused. It has a mission and it’s damn well going to achieve it. The words, the formats, lengths, and style–it’s not even of the same species as blogging. And if you don’t know this–then it’s probably time to hire a sales copywriter.

At the end of the day, if you rely on your writing to make sales or drive potential clients into your funnel or list, then you should give the word the respect they deserve.

You can spend all the money you have on SEO, Campaign Builders, and a Sales Team…

But if the content is–at all–shaky or unreliable, then you’re going to get what you paid for….

…a bunch of people promoting the shit out of really specific keywords that nobody really understands…

Cause you need a SALES COPYWRITER!

I said it above, this is one of the top things you SHOULD outsource (and one of the most helpful things to learn in entrepreneurship).

My Advice: Use your outsourced copywriting tasks as a way to reflect on your sales writing.

Learn the formats, the different angles & lengths, the language and grammar…without having to abandon your main business…

You know–the thing you do to make all that money?

Our Help: If you want to talk to us about sales copy strategy, cool. We’re here to help you out. And if you want to send us something you need edited specifically for sales conversion…we do that too.

No matter what the copy-job is–we will fix any and all errors on the spot.

Sales Copy Revision (we do a major rewrite of your copy, make your sales themes BOLDER, and

Sales Copy Up-leveling (if you already paid someone to write a bunch of sales copy for you…and it isn’t selling, we won’t charge you for BRAND NEW CONTENT. Nah, we’ll fix what you have for a fair price)

Fresh, New Sales Copy (you give us the project, direction, intention, and any other info you think is important–and we create quality content for you)

If you, after reading this blog, think you need a Sales Copywriter–get in touch with us here!

]]>BRAND CONFIDENCE – How to Feel Like a BADASShttps://truthhacking.com/blogs/brand-confidence-feel-badass/
Tue, 04 Oct 2016 10:15:18 +0000http://truthhacking.com/?p=1191Brand confidence is one of the most valuable assets in growing your business. When you have a properly established brand & platform, it allows you to have more confidence when selling and promoting yourself. Let’s break this down to a few core elements of modern branding… If you have photos you’re not really confident about… […]

]]>Brand confidence is one of the most valuable assets in growing your business. When you have a properly established brand & platform, it allows you to have more confidence when selling and promoting yourself. Let’s break this down to a few core elements of modern branding…

If you have photos you’re not really confident about…

You don’t like the way you look…

The photographer shot them weird…

They’re outdated or just plain old…

The resolution sucks…

You feel frumpy…

You don’t like the clothing…

The lighting is awful…

Wish you’d lost more weight…

The photographer didn’t understand how to get your good side…

Then you’re not going to feel very confident when you try to get yourself noticed by the world.

It’s going to feel like swimming upstream. Why make selling harder on yourself than it needs to be? When you could instead get a single photograph–JUST A SINGLE SHOT–that makes you feel like an amazing and beautiful badass.

^ It might not sound like much, but with a trusted picture in your back pocket that truly shows your charm–you can go right out there and begin to confidently promote yourself on social media. No more insecurity. No more anxiety.

It’s not the ONLY thing you can do to feel like a badass (ya know, the one you really are), but it’s something. It helps and it tears down whatever’s holding you back from putting yourself out into the world.

In the past, we’ve talked a lot about website shame–if you have a website that’s kind of shaky…

Hyperlinks are broken…

You don’t like the look of it…

It’s old and runs slow…

Your designer didn’t really nail it…

The site organization is confusing…

You haven’t posted new content in a while…

Then it’s going to be more difficult for you to go out there and promote your site (let alone feel confident about doing so).

You’ll also find yourself in conversations with potential clients and have to admit, “Yeah I haven’t really worked on my website yet…we’re redoing it now…it’s under construction…”

Excuses, excuses, excuses.

When you fix even just a few of those things (you don’t have to be 600% perfect), you will immediately emerge as a bolder business owner & a more capable entrepreneur that actually feels looks a badass…because you know you are one. And you must feel like a badass when you sell!

To Feel Like A Badass, is to feel that certain blend of energy, charisma, swagger and confidence that allows you to talk about what you do–honestly, confidently, and knowledgeably–on social media, video, or in text. You stop pitching, stop trying to sell and your voice become matter of fact.

If you’re shooting a video (the most complicated and vulnerable media)…

If you have the right equipment and setup, then you’re in business–ready to roll all the time. And it removes so much unnecessary fear that goes along with sharing yourself, your thoughts, your content to the public.

Don’t be afraid to invest in a proper camera and mic, get a green screen, find a tripod and video editor. Video shoots don’t have to be a huge debacle–and they won’t be if you own the freaking studio…

When you come into this Brand Confidence, you’re able to sell easier, faster, and more often (and we all know what that means).

]]>How to Build an Unforgettable Magnetic Brandhttps://truthhacking.com/copywriting/magnetic-brand/
Tue, 27 Sep 2016 10:14:18 +0000http://truthhacking.com/?p=1183Remember when you were a little one? And you first played with a pair of magnets? Faced the right way–they’d cling to one another. CLLL-ACK. And then you flipped them around–and they repelled one another. GETBACK. The same goes for entrepreneurship…when you’re building your brand–the approaches you take to getting followers, leads, clients, and stalkers […]

A brand that makes people STOP and double-take…?
Something that freaks you out…?
The Stuff of viral videos…?
The Inspiration for memes…?

A magnetic brand is about bringing the consumer into you, toward you, within your orbit so close that there is no resistance. Nothing is off-putting. Nothing is shady. Nothing is weird or cloaked.

It’s not like you can’t sell shampoo because someone’s already doing that…
Or that you can’t create a profitable organic popsicle…
Or that the razor space is too occupied…

By offering something different than the world is giving them–you’re giving people something to want. It’s the indescribable factor that people hone in on…

The one that makes you STAND OUT from even the most successful shampoos or popsicles or whatever it is you’re trying to contribute to the world.

Achieving this, this–THING–doesn’t necessarily come from copy or packaging, the look of the box or the slickness of the website…

It comes from EVERYTHING YOU DO.

Every single piece of your brand must work together into a consistent pool of magnetism, so that your followers can get deeper and deeper and deeper into your atmosphere, and they can really feel and understand the culture that this brand is creating.

I once had a teapot that I loved. The mesh tea-leaf screen broke (I used it A LOT), and it was a sad day. The house smelled different, I had trouble waking up, and I longed to hear my favorite morning whistle. So I called the company–they answer immediately–and that week I received a new screen in the mail for free.

Now, it sounds like small potatoes…but I already loved their tea, their pots, their craftsmanship and their brand. But when I realized that their customer service is cut from the same cloth, managed with the same attention and care as their products–the magnetism only grew stronger.

Why would I buy from anyone else when I know exactly how trustworthy and dependable this company is…?

If that, that–THING–isn’tinstilled in every single aspect of your brand…the magnetism won’t work.If their customer service department had been assholes to me, charged me out the whazoo, or tried to up-sell me like CRAZY, I probably would’ve just gone local and bought a new teapot from somewhere I can follow up with in person…but they didn’t do any of that.

When it comes to magnetism, it isn’t about giving people a BIG reason to come to you. It’s about giving them a reason–and sticking to it in every, single way. From your craftsmanship to your showmanship to your service work–when you truly, unabashedly back up your oath, your pledge, your blurb and “WHY ME”…

When you really clll-ack with a customer…

You become magnetic. And you stop having to pursue new leads from the outside…

]]>Let’s talk Personal [BRAND] Politics…https://truthhacking.com/blogs/political-personal-brand/
Tue, 20 Sep 2016 10:15:19 +0000http://truthhacking.com/?p=1139*Disclaimer: This post is NOT in support of (or against) any of the candidates mentioned. Relax…it’s just words & personal brand analysis, yo. This Election Season has become the MOST Dramatic Campaign Trail I’ve ever followed. It’s also been the best programming on television all year long. Together, as Americans, we’ve… Seen our share of […]

This year’s election has been one of media, marketing, and branding brilliance…and a lot of dumbass moves. Nonetheless, in just one, single word…we know EXACTLY who that person is, what they’re all about, & why they’re pining for the Presidential Suite.

These are the Most Vigilant of Personal Brands…

For people that appear tochange their personality–every day, every city…

For people that mustwrangle The Media by its pointed horns…

For people with extremely active enemies…

For people that have to genuinely connect with 300 Million Unique Americans…

Which personal brand will shine brightest this November? Let’s SCOUT-US the brands still standing after the ruckus of the 2016 campaign season.

“Trump–Trump–Trump! Trump–Trump–Trump!” the right cheers.

“Hillary! Hillary! Hillary!” the left reveres.

What’s allowed these brand-names to survive the US Political Gauntlet? Who’s totes Establishment & who’s NOT? Who’s just full of it? Who’s going to mend our American spirit? Who’s going to help us make more dollars? Who’s just here to Netflix & Chill?

Every election is a big deal, but this one feels special. We’re talking about Old Glory here, People!

It has ever been my staunch companion and protection. Savages and heathens, lowly and oppressed, hailed and welcomed it at the far end of the wide world. Then, why should it not be called Old Glory? -William Driver (Original Old Glory Owner)

He Understands How to Win–no matter the costs (which he’s good at keeping low). Personal Brands cannot survive on just outside revenue streams, so it is encouraging to see someone fund their own campaign fight. Relatability is key to growing a personal brand–and DIYing anything is a Surefire Way to Get People To Pay Attention To Your Headlines.

He’s Not Easily Shaken–even when the other candidates mounted joint offensives against his success (which happened a lot). Assuming the role of Top-Dog is not for everyone, but the dust he left his fellow Republican candidates quaking in shows his stamina and joust-ability…while Bernie and Hillary duked & duchessed it out…Trump was systematically tearing down his competition with calculated and smart political punches. And (even if they don’t really want him), he’s the ONE holding Golden Republican Ticket.

He Will Target Corporate Greed and Dumb Tax Loopholes. This is a mouth-watering connection point for his tribe–if you’re not a Corporation, then you’re probably cool with slashing corporate greed down a peg any way you can. And given the historical past of his Rival, Hillary Clinton LLC, he has this angle pretty well pinned down. Given the shadowy Clinton Money Trail…it ain’t hard to show the either/or here.

He Knows When to Lose His Cool & when to loosen his tie. In terms of foreign policy and global concerns, he’s definitely capable of negotiating his way through the ultra-fine print of any Corporate, Diplomatic, or Political red-tape. How will he treat highly temperamental and technical foreign policies…who knows? When it comes to his personal brand–followers need to see that you have more than one dimension to your life, brand, message, & business. In this case, T-Bone’s pitching himself as a negotiator extraordinaire…and that’s somehow been able to cover his butt enough to make it to the Big November Showdown.

He’s had an odd amount of success coining anti-nicknames for the media to feast upon…and (as we all know) personal brands that experiment are EXPLOSIVE. Name-calling isn’t very nice, but it is an art form…

Lyin’ Ted

Crooked Hillary

Little Marco

Crazy Bernie

Low-Energy Jeb

*GENEROSITY BONUS! He wants to buy a new ballroom for the White House. With his own money and an American Architect, the idea is to Stop Putting Baby in the Corner(stop making people pitch tents on the White House lawn) and just let them dance already. When’s the last time we built something truly native?Seriously, please let me know if I’m missing out on some awesome new National Landmark.

HIS OUTLANDER CONS

He’s REALLY NotAllThat Republican–but he has proven himself loyal. He was willing to run as an Independent…and even though he’s had some historically All-Over-The-Place-Wing viewpoints, he understood that it would take the combined support of the Republican Market to win. It may have just been a smart political move, but HIGH-CHANGE personal brands don’t usually last that long…looking at you, Jeb! Seriously, though, he’s been changing his plans and stances throughout the entire campaign and his life. He’s not the first to do it, but nobody likes candidates that constantly contradict themselves…

He Doesn’t Tug On The Heartstrings Enough. Trump Going Green, ditching (or at least labeling) GMOs, advancing renewable energy, OR simply acknowledging Global Warming as a generally accepted REAL-WORLD issue would help his campaign quite a bit, but we just aren’t getting enough of those kinda promises. I mean, Hippies can be Republican too–and he’s missing the mark on a good amount of supporters. When it comes to relatability, it’s tough for the Average Bill & Jane to relate to a Billionaire’s Pain Points…

He Doesn’t Sound Like A President, but it does do something. Trump clearly knows how to run a business and compete on the Electoral Front, but American politics are made up of very different monsters than those which sleep beneath the beds of business politics. On top of that…he sidesteps a lot of questions. It’s wonderful to see a politician truly wing it for once…rather than reading a statement prepared by some badass Millennial Copywriter…but the rhetoric gets a little confusing. That makes this a BIG con in my book. Don’t we want a president who can write his own speeches? HECK YES we want an orator, someone who knows and loves our country like it’s their own child–a Lincoln, a Truman, a Roosevelt. Trump just doesn’t have this quality, and that’s disappointing.

He Doesn’t Really Apologize–which is REALLY annoying to all the haters (but SUPER refreshing to everyone tired of the diluted, mega-politically correct patterns of Mainstream Candidates). Personal Brands must be based in honesty…if you aren’t willing to Get Humble when you screw up or cross the line, devoted followers will begin to mirage from sight.

He’s Really Well Known (…like Hillary). Overcoming dated controversy, debacles, TV time, and a consistently jerky attitude is tough when there’s THAT much data about you floating around the internet. It’s a cautionary tale…Personal Brands can go viral for all the wrong reasons–and this is all too often being used against him.

HILLARY “The First Duchess” CLINTON

PARTY: Democrat (D)

Tagline: Hillary For America

Outside Funding: $76,248,476

Committee Funding: $180,158,371

HER DUCHESS PROS

She’s Vowed to Disclose AREA 51 Documents…capitalizing on the Alien Geeks of the world–genius (and SO coveted). Personal Brands that aren’t afraid to embrace their inner-weirdo are thrilling, revealing, & downright fun to follow. Well played, HillarET. Well played.

She’s a SHE. You know how we’ve never had a Female President? Our daughters need to see that change. In terms of personal branding, being the 1st to do anything–that’s the ultimate edge for becoming ravenously marketable…but this is a truly special pinnacle in American history–and it’s one that should be taken seriously. How many girls out there grow up wanting to become president? A hell of a lot more NOW than when I was growing up! Not only is she going to be more relatable to women (the powerhouses of the USA), but in contrast to some of Trump’s past feuds with women (and nasty remarks about them)…Hillary is far more agreeable.

She Doesn’t F Around With The Email Bullshit. Hillary doesn’t currently seemed to be phased by the FBI investigation, Wikileaks, the DNC force-out. She could be faking it, but she’s making it. I mean, this is as controversial as it gets–and if she’s batted an eye, we sure as heck haven’t seen it. Each battle against the email leaks has been swift and decisive. She is calculated and prepared for everything–and whether or not we believe what she’s saying–it is working. She is still the Democratic Nominee, ain’t she?

She’s Well Connected & Proven Successful. There’s no denying her ability to succeed in politics. In contrast to the wildcards of Trump and Bernie, Hillary’s currently the safest bet for any voter that’s just ready to carry on with their regularly scheduled programming. When we talk about the White House, Hillary has literally LIVED THERE BEFORE. How many people can say that? She’s worked with Bill every step of the way throughout his career in politics, and she’s made a name for herself throughout the world. When we’re marketing “safe-bets” or “tried-and-true” products, it isn’t the sexiest market, but it is a highly potent launchpad.

Her logo is ON POINT.Hillary’s logo is an ‘H’ with a right-pointing arrow bracketing the middle…it not-so-subtly hits at progress, forward thinking, and moving ahead to something new. It reminds me a lot of the Fedex logo, which is arguably one of the most trusted brands in the world… Still, there’s been some controversy about the design, as it was originally posted with a red arrow–a lot of critics thought it looked too Republican. So they changed the arrow color to a lighter cyan, added some depth to the blue of her ‘H’ – and BAM, you’ve got what we see today, a beautifully crafted, simple letter design that screams ONWARD!

She can REALLY rock a pantsuit. Seriously, she looks so good in these suits, but it’s much more than just a style choice. Up until 1993 women couldn’t wear pantsuits on the Senate floor… Wut. Yeah, no lie. When we see Hillary wearing what she wants, doing what she wants, hiring and firing who she wants, we see much more than just a pantsuit–we see a trailblazer.

*BOO BONUS! We could get a lil’ Bill back in our lives. That might not thrill many people, but Hillary’s Boo knows First-Hand what it takes to be President…which only a handful of living people can say. I doubt Billary will morph it into anything remotely House of Card-sy…but at least Bill will have time to focus on his music–and America Needs a Saxxy Clinton LP.

She’s Under a Never-Ending FBI investigation. This mess has become so muddled we’ll probably learn the secrets of Area 51 before we understand WTF actually happened with Benghazi & her email servers. Innocent or not, it is a troubling CON–and one that just doesn’t seem to go away. Even after she’s been cleared in FBI interviews, we’re continuing to find more and more troubling information…and emails–and the FBI keeps having to re-address stuff. It doesn’t look good on ANYONE.

She’s Very Well Known (like Trump). Personal Brands that don’t get a fresh, clean start–free from the public eye and media bias–have more to overcome. Hillary’s history is crazy well-documented, even more so than Trump. When there’s that much info on the web about your personal and professional life…it takes a lot longer to convince people that your current personal brand reflects the Current YOU. Be conscientious with your digital footprint…

So What’s The BIGGEST CON of them all…?

Aside from 2016’s Candidates (all of em’) raising a collective 720 MILLION DOLLARS just to CAMPAIGN…(and not spending that moolah on life-saving efforts for the trees, the bees, cancers, OR humanities..)

WE THE PEOPLE will be stuck following one of these people for at least 4 years. Looking back, would we have handpicked any of these candidates before they even announced? Perhaps not, but Americans care deeply about Our Home. We grow up and make it better–and we learn from our mistakes.

If Hillary wins, yeah we get someone most likely holding hands and kissing in gym class with the Establishment™, but this time it’ll be a GIRL & a former First Lady. Which is a big deal to a lot of families & a pretty big moment for Human History. The same goes for a boost in Alien Awareness. At the very least–we can expect a swift transition back into The Big House, right?

If Trump wins, nobody knows what will happen–and that’s butterflies-in-your-tummy exciting. He’s surprised everyone by lasting this long…and what’s even more shocking is that he did it by ruffling like, EVERY feather. If ol’ (Mc)Donald can piece together a dream team to make up for his political amateurism, at least we’ll see what a country run by a businessman looks like in the modern world.

AND JUST FOR KICKS–here’s a look at the candidate that could’ve been…

THE FREEWHEELIN’ BERNIE SANDERS

Party: DEMOCRAT (D)

Tagline: A Political Revolution Is Coming

Outside Funding: $604,465

Committee Funding: $182,182,143

HIS FREEWHEELIN’ PROS

He Was Sooo Grassrootsy–and his followers were (and still are) sensationally active. From his funding to his platform…he spoke passionately about Revolution and mass reform. The Bern-Dog simply wasn’t afraid to get straight-up Silly with his campaign message, tribe, or politics. IT WAS REFRESHING AS BALLS. More importantly, though, you could tell he was speaking from the heart. Agree with him or not–Personal Brands need Authenticity to Thrive… and followers loooove to Rage Against The Establishment™.

He Was a Storybook Underdog–but like, forreal this time. This wasn’t a solar-powered Al Gore pipe dream…Bernie’s corner had the wits, dollars, knowledge, & devoted followers to actually pull off an upset. If you’re even remotely human, some small part of your soul is forever tuned to the Timeless Offbeat of The Underdog.

He Wanted to Unite America. How he was going to do that after pissing off so many Right Wingers & Capitalists, who knew…but that’s what personal brands are supposed to do for us…poke the inner-bear, challenge perspectives, and then make our enemies fall in love with us until they subscribe. Duh.

He was into Rapid, Drastic Change–which is a niche market. People fear wide-sweeping changes, yet still complain about the Current State of Stuff. He wasn’t showing much leeway for any Slow-Mo Changemakers in the nation. Marketing a revolution on a tightrope ain’t easy!

He was a bit of a Socialist. So, wut? Mentioning a political party doesn’t mean you’re adopting every value and connotation…STILL, not everyone GETS Socialism. That Single Word is still feared by a lot of Americans. Kinda like all the red flags Communism raised in the 50s…or the Ford-Firestone Tire Debacle in the late 90s. One, single word can bring up a bad relationship, troubling history, or evoke fear about a Brand without reason. Much like tires and politics, Socialism isn’t an innately corrupt system. Unless a Personal Brand can overcome Vintage Market Fear, its Revolución will struggle.

He had already made a bunch of Establishment™ Enemies. The House and Senate are full of all kinds of sticklers. Enemy-Making didn’t inspire much confidence in his ability to follow through. Personal Brands founded in Revolution must produce consumable & actionable content–in Real Time–and not just talk about writing a new blog or beginning a website renovation…what we really needed to see (in order to believe) were some LIVE, On-Demand results.

His brand was stationed in a crowded space. There can only be 1 President at a time…you know? And the #DemParty only had 2 (real) candidates vying for the Iron Throne. While Trump used the sullen shoulders of his fallen party-mates, Bernie and Hillary were at it like a couple of gunslingers 10-pacing a muddy street on a cloudy day. There was no room for error–and she was able to focus her entire arsenal on him…and we’re beginning to find out just what that arsenal was made of… Personal Brands have to choose a market, and this one was as narrow as it gets–the fastest draw won.

I’ve already got the next big election on my mind.

Take a moment to imagine a Gen-Y & Millennial Presidency…we’re gonna Make America Genuine Again, People!

]]>How to Sell YOU with USP Marketinghttps://truthhacking.com/blogs/usp-marketing/
Fri, 09 Sep 2016 02:30:29 +0000http://truthhacking.com/?p=1171Here at Truth Hacking™, we believe branding and selling are the same thing. So when hunting for a USP (Unique Sales Proposition), we like to keep it simple. Before we kick this off, repeat after me… I don’t have to prove everyone wrong. I don’t have to be JAW-DROPPING. I don’t have to TAKEOVER the […]

Marketing your Unique Selling Proposition is just a matter of explaining to the world what makes YOU different from all the other people and brands selling similar products.

…it’s the thing really driving your brand out of the Sea of Beige™.

If your personality isn’t a big part of your USP…it’s tough to truly own a brand (and be proud of it too). Let’s check out some examples before we explain How to Sell YOU with USP Marketing down yonder…

Examples of Kick-Ass USP Marketing

TOMS SHOES

Remember when TOMS Shoes took over the sidewalks a few years back? They didn’t reinvent the cheap slipper or show…no…they just starting selling footwear in a way nobody else was doing at the time…

They dubbed themselves The One for One Company…for every pair of TOMS sold, a pair was given away to somebody in need.

Their USP? CHARITY–something that helped the human race and the world at large.

That’s really just a personal value, something they believed in as a brand and company run by Real World People. Marketing that USP was just a matter of explaining their beliefs and values in a way people could relate.

Someday, I hope that world-changing position is the NORM. But in the meantime, it’s still a great cause (and a great example of a USP).

DOLLAR SHAVE CLUB

Before Dollar Shave Club started mailing people cheap (high-quality) razors, we could pretty much only choose between…

Gillette

Schick

& crappy disposable blades

So how did a tiny little startup bust into an age-old market? NOT by reinventing the razor…

“Do you think your razor needs a vibrating handle, a flashlight, a backscratcher, and 10 blades?”

Nobody else in the shaving market was even trying to do this. Marketing razor blades had mostly been about more blades and weird technology. Dollar Shave Club offered the very opposite–less blades & less tech.

Starring one of the co-founders, they made a simple, fun, and nothing-held-back commercial that earned 4.75 million views in just 3 months…

Buyers are picky–and for good reason. It doesn’t really matter how NEW or HOT your product is when there are SO MANY options to choose from (and so many places to search). So we need to show that we’re truly different, in one way or another.

Before you create your USP, you’ve got to figure out…

1. What your REAL VALUE is

Put yourself in the buyer’s shoes…what do you look for when buying, well, anything?

Dear Google, what’s the…

safest minivan?

healthiest fast food?

most trusted news site?

easiest tech solution?

cheapest way to retire?

See what I mean? If you’ve ever searched for, like, any product or service–you aren’t really looking for a business or brand…

You’re simply looking for a Unique Sales Position that you (personally) identify with. Once you know what real value you have…you can think about how to offer it.

2. What UNIQUE things you offer

In order to prove your unique-awesomeness…GO WAY BEYOND what everyone else is offering your market.

PLEASE BE DIFFERENT.

Check out the organics market…one of the most crowded markets in the worlds (a great example of how NOT to crowd your way into a USP).

The organics market is made even more crowded by people using all that kinda-sorta-almost organic terminology, like…

All-Natural…Fair-Trade…GMO-Free…Farm-Fresh…

^ What does any of that mean? IDK either…

When everyone else in the market is offering 50 Shades of Similarity…your USP should be entirely DIFFERENT.

Don’t be All-Natural…be Out-of-this-World.

Don’t be Fairtrade…be Rare Made.

Don’t be GMO-Free…be Literally Grown From Bullshit.

Don’t be Farm-Fresh…be the Ancient Recipe.

Figure out what direction the “wild animals” are running–and head the other way!

3. How to OFFER these things uniquely (unlike anyone else)

This is the most difficult part of your USP. Your USP isn’t just a general idea…it needs to be a direct statement that people can remember.

I don’t LOVE Janis Joplin or Elvis for the words in their songs–or even the melodies…I listen to their music because they sing unlike anyone else (ever has or ever will).

TOMS offered effortless charity (though one One-to-One sales).

Dollar Shave club offered a simple solution for the modern Shaving Man (through hilariously direct ads).

To get a good idea of what it means to have swagger…let’s scout some of the Sultans of SWAG…

Grant Cardone.

10x. Who’s Got My Money? Young Hustlers. Cardone Zone.

Just choose one…Cardone’s SWAG is awesome in message, useful in gear, and inspiring in spirit. And the quality…is INSANE.

You could break someone’s face with his planner or their heart with his quotebook. The Who’s Got My Money shirt–oh THIS shirt–you’ll want to buy 7 for the week ‘cause that’s how often you’ll want to wear the damn thing. It’s my softest shirt…and I’ve washed it like 26 times. Not a fade, wrinkle, or uncomfortable memory about it.

The Swag he sells–it’s an expression of who he is as a person, a ballin-out businessman, & what his personal brand stands for: OVER-DELIVERY & SUPER-TOP QUALITY.

Bumper Stickers.

Hats.

Bands.

Books.

Planners.

Notebooks.

Shirts.

Trainings.

Courses.

MP3s.

Videos.

TV Channel.

Not to mention–his customer service department overnighted me my gear when I needed it ready for a business getaway. They do things the right way, from the inner-workings of everyday business and entrepreneurial fellowship, to the stitching of his ballcaps–Cardone knows whaddup.

*Thanks, Grant. Your shirts are so ridiculously wearable–for ANY kind of adventure.

Austin, Texas.

One of the most classic examples of Swag…KEEP AUSTIN WEIRD.Coined in support of local business owners, this brand’s swag has the size and heart of an entire city. Repped on hats, mug, stickers, social posts–and SO much more, it’s unites the city (and makes them stand OUT, too).

All in just three charmingly simple words…and you immediately think about the place, the people, and what makes them so awesomely weird.

If you’ve ever been there, you already know how fitting this SWAG is… & you probably brought home something WEIRD to prove it!

Her personal brand releases Spirit Junkie t-shirts from time to time–& people instantly snatch them up. These two words FIT Gabby’s message so well. She’s one of the most inspiring people on the planet right now–and she’s not afraid to share it!

That’s where SWAG comes in…

What makes Gabby’s swag SO cool–aside from the enchanting words–there’s a limit on the swag sold. It’s kinda–sorta exclusive! Every so often she rolls out a new design, an updated version of her Spirit Junkie swag.

Her swag freaking evolves…and her followers LOVE it (and buy it always)–trust me, I rocked the newest Spirit Junkie shirt just the other day. It puts me in a different kind of mood, impassioned.

How Do I Make SWAG?

Let’s take a glance how how to make swag in your personal brand (and what it should do)…

MAKE A STATEMENT. When your people wear OR share your swag, they aren’t showing anyone anything…they’re TELLING the world what they believe–what they think is cool. They’re saying THIS swag represents MY WAY.

Make it Like a Party. It should create an Instant Connection Point for the members of your tribe. Consider it a magical location and insta-stage for your next MINIATURIZED…

…Burning Man.

…Coachella.

…SXSW.

…Comic-Con.

…Farmer’s Market Roundup.

Make it for The People. When you see someone on the street wearing Swag from somewhere or something you support (…or plan to), it feels like being a member of a Secret Society–The Legion of Swagger. You feed kind of giddy about it…why? Because this time, secrets totally DO help you MAKE friends.

Make it Earn. Swag is probably not THE WAY to takeover the coffee mug business, but swag can help fuel your ecosystem and grow your cause. It’s a tiny little trickle of revenue that keeps your brand scaling–upward and onward. The greatest value of swag: loyal followers and return customers. If it creates a few SMILES, gives people a moment of HOPE, and it helps keep your business running–you’ve made a VERY well-rounded profit.

What are the Elements of Swag?

If you have a cause–it better be a good one (like saving the Birds & the Bees, and Elephants…obviously)…AND your swag must be all-around PHENOMENALLY GOOD, too…

You know…like NASA? From their shuttle designs to their mission launches to the morality of their ways (…and their logo)–they simply do not cut ANY corners.

Phenomenally Good (like NASA)

Swag must be easily (and quickly) recognizable in order for it to grow. KEEP AUSTIN WEIRD…doesn’t even have a logo–it’s just text! Instantly Recognizable Text. After all, what’s swag if only one person knows about it?

Instantly Recognizable (like KEEP AUSTIN WEIRD)

You want your swag to move like a vine–up, down, all-around town, social media–wherever the heck you host your secret society’s meetings. If it isn’t Super Shareable like #SpiritJunkie–you’ve gotta keep working on it.

Shareable (like Spirit Junkie)

Your swag needs to be cool–at the very least. If it doesn’t catch some eyes (and make more people want in on the swagger), you’re not going going to reach very many people. Swag is bigger than any market or industry–it’s the daily stuff people wear, use, and stick to their laptops and car windows. Before you debut any SWAG…ask yourself this timeless question…but would Usher think this is cool?

Super Smooth (like USHER)

Swag…is NOT a freebie, giveaway, or promotional item. It’s bigger than that–and it needs these elements to really be considered SWAG:

Look, the main point of swag is to give your tribe something to rep, to show-off, and to promote! If you already have campaign running–it’s okay to make sales and gain something from it, but–I can’t stress this enough–it better do some good. I mean, you’re already reaching people…so you might as well try to make the world a little bit better while you’re at it. And you don’t want to be associated with something bad…unless it’s like…BAD to the BONE. Then it’s okay.

Whatever your brand’s up to–remember that it must also be of good craftsmanship. C’mon, this is SWAG. From the spacing of the letters to the POP of the colors (and the thread-count of the shirt), do it well!

Is MY brand Swaggable?

Call me, send an email, buy a billboard…& I’ll answer you with an honest Swag Survey.

Just reach out to me–and I’ll answer with stuff like what YOUR SWAG could be about & what you could put it on…

What does that sh*t even mean? Stop listening to mass-produced advice. This blog’s for people like you and me–entrepreneurs with a story.

Your Personal Brand should tell a story. It should showcase The Legend of You (in all your glory–hardship, headache, and heartbreak included). Every element of your brand should tell the reader, the visitor, the viewer something personal about your life.

Goals you want to achieve–what you sound like when you sing

How you hustle–how you stay cool in the summertime

Stuff that has disrupted your life–how you feel when you cry

Your taste in swag–what your kitchen smells like

Proof you’re not a robot–how quiet your house is on a Sunday afternoon

Why you get out of bed each day–where you plan to be in twenty years

For too long we’ve focused on the personal brand more than the personality. It’s like we’ve just made things up that we only THOUGHT the public would enjoy or like, instead of focusing on the truest and most excellent version of ourselves.

So much of my branding work comes down to simply getting people to open up and be real. What kind of wars have they fought? What size were the meteors that blew up their plans? Who have they lost and how did that change them? What do they really believe in?

We’re talking about the visceral, gritty details of a person’s life. The stuff everyone is scared to open up about–that’s what makes truly personal brand.

Now here’s how to use gut-wrenching authenticity–and still bring swagger to your Personal Brand.

STEP ONE: Create a “My Edge” List

Hardships make brands personal. They make you relatable to customers, followers, and fans on a heart-to-heart level. Your screw-ups, oversights, and wild past–that’s the stuff that humanizes you.

Make a list of all the things that would take YOU (not your sales) to the edge of your market right now. Any and every authentic detail about your life…

I was an orphan at 12 years old…

My grandma killed my grandpa…

Regrets? I’ve had a few…oh God…

Bankruptcy and fast-food addiction…

Shipwrecks and stalemates…

Prison breaks and almost getaways…

This list should be filled with REAL events from YOUR life–not somebody else’s. If you don’t include any of this info, your brand is going to look just like so many other personal brands out there…lifeless.

Here are 3 Examples from Millionaires I’ve worked with that thought they needed to hide their stories…

One buried two of four children.

One was on welfare.

One had an ex that dictated how many new facts she could share with him each day.

One was left to die at age nine.

One wished they were dead.

One lost $10 million dollars in net worth overnight–having to move from her 12,000 square foot mansion.

One left a top engineering job at IBM so she could solve her medical issues, aced the MCAT and went to med school.

All of these exceptional people didn’t want to share their story (even just a little bit). They thought this stuff was TOO edgy to be included in a personal brand…that it would be a turn-off.

Since when did we stop celebrating epic comebacks–surviving the brink of destruction?

These people thought sharing their battle wounds was an act of arrogance or pity…like they were bragging about their battles…

Nobody says it, but you can be TOO HUMBLE.

There’s a difference between overcoming an obstacle and helping others do the same–and acting like you know what a comeback is before you’ve even had one.

If you’ve truly beaten the odds, whether you caused the problem or not–doesn’t matter. As long your story can help others…

Avoid the same trouble (and get back on the right path)

Cope with the same pain (and talk about it openly)

Understand how you operate (and why)

See you as the ordinary person you are (underneath all that swag and money)

You can’t tell people you’re a hustler without giving first showing a little proof (that is more than technical jargon). The same goes for every personal brand–from coaches to copywriters–if the world doesn’t relate to your story FIRST, they will never fully trust your brand.

Don’t hold back. Your story can unlock freedom for someone else. If it can be helpful, it would be selfish to hold back…

STEP TWO: Use Your Edge List

When you hold back the Real Life Stuff from a personal brand, it creates a wall between you and your tribe.

You suddenly become unrelatable. They can’t comprehend how you got to this point in your life or why in the world you’re so ambitious about changing the world. Things don’t add up.

Maybe you don’t want to open up about your time in prison or government work…but we can’t just advertise our services ALL UP IN PEOPLE’S FACES–and expect them to follow us for always just because we asked.

When politicians hold back…we either distrust them OR their secrets destroy them.

When spouses hold back…we either distrust them OR their secrets destroy them.

“If you tell the truth, you won’t have to remember anything.” –Mark Twain

Personal brands don’t work very well if you’re trying to cover up a part of your life (or be something you aren’t).

Stop trying to take on some story that isn’t even true. You’ll find success if you’re honest and real from the get-go. So lay it all on the line. Write down everything you can think of that has made you who you are right now.

Alright, so you’ve made this list of secrets and personal details you’d never want the FBI or NSA to see…

And you feel kind of guilty for making it. You’re scared somebody will steal it and blackmail you. Now you want to throw it away.

Look, you’ve already got a story that nobody else has (or could ever copy). It’s beyond your control. It simply is the way things are for your life.

But you should want to protect this list. It’s full of all the things that make you real. It’s full of details your competitors couldn’t even dream of buying…

When you give your tribe nothing more to identify with than your most robotic side (your perfections, your homeruns, your masterpieces–all featured on Facebook of course)…they’re going to think you’re too amazing to be true.

So how do you work the elements from your edge list into your personal brand?

WITH A REGULAR DOSE

Give your people a real, genuine glimpse into your life–on a regular basis.

You don’t want to dump every detail on your tribe all at once. But you don’t want to starve them either. So figure out a timeframe to let them in on your edge!

Step by step, detail by detail, walk them to your edge. Show them the view from where you stand. Make friends with strangers, talk about the weather and what you’d do with buried treasure. In the online world, we can do this in SO MANY WAYS.

Dropping truth in a Podcast

Facebook Live during the lunch “hour”

Periscope your morning routine

Become a Tweetmaster

Instagram EVERYTHING

Finally tell that story you’ve been fearing most…

It isn’t about the content, the platform, or even the flash…it’s about proving you’re a human who cares. So choose whatever method fits you best–then get real.

Be authentic. BY TAKING YOUR TIME.

You might not want to come out of the gate with the most jaw-dropping details of your life. (Like any relationship–we gotta work our way up to the big reveals). I actually wrote a pair to this called “When To Hold Back In Your Personal Brand”

We wouldn’t go on a blind date, stand on top of the table, and yell, “I thought Forrest Gump sucked!” They might be able forgive you right then and there–but I doubt anyone else in the restaurant would.

Maybe you aren’t yet ready to tell everyone the most emotional detail or element from the edge list. That’s cool!

You shouldn’t scream your hopes and dreams from every roof- and tabletop at all times to anyone that will listen just because you can.

Don’t share things just in the name of “authenticity.” You’re going to give it a bad name…

And it’s bad business.

There’s a difference between withholding information and knowing when to share it.

The Comeback Kid Rule: you can’t call yourself a comeback kid (rags-to-riches, holla back girl–or astronaut), until you’ve actually made a comeback.

Don’t lie or stretch the truth about your entrepreneurial success.

You don’t have to tell people every little detail of your life (looking at you, Bieber), and you shouldn’t lie or stretch the truth about your entrepreneurial success either.

When you do share your life with the world, make sure you give it some substance. Give it some umph.

It sounds like strategy…but it’s more about being a thoughtful personal brander…an authentic human.

BE A LAUGH MAKER AND A SMILE BAKER

Have you made anyone lol today?

I once survived a 12-hour day on campus with a 12-inch rip down the ass-middle of my jeans.

I was wearing lime green underwear and I was a freshman and it was embarrassing.

The metal chairs were colder that day, the snickers and pointing fingers–arctic. My butt, two limes framed in a denim bowl.

For a while I tried to wear my backpack really low or kind of shuffle along the walls and shadows like Batman, but eventually I ran out of wall just started to own it. And that day I wrote my first story.

That rip changed my entire life.

You get the point.Your edge list can be authentic AND fun, too.

So your grandma killed your grandpa…this could be the saddest or funniest story ever.

So you accidentally ran over a raccoon last night…tell us how you cried for the first time in 7 years…(and then tell us why it’s taken you so long to admit).

So you SERIOUSLY screwed up a sale yesterday…explain how you’re fighting like hell to make it right today.

Stop apologizing for the way you sound and the way you look and the way you view the world. We all rip our jeans down the ass-middle from time to time. We all mess up!

If you can’t even have one iota of humor about it–you must not enjoy your work very much. If you can make someone’s day just a little bit better, DO IT.

Authentic people are always remembered. Those are the people we really notice during the day…

Holding the gas station door open for an old man

Who smile and wave as they pass you in the neighborhood

That ride on their shopping cart in the grocery store

Who write movies starring Nicholas Cage

That’s the real beauty of a personal brand–being able to relax and be yourself around people who really want to listen to you.